During a pandemic that drove millions indoors, and in front of screens, a funny thing happened with podcasts: audience engagement increased.
This increased engagement is noteworthy for several reasons:
- Many consider audio an in-car medium, yet at-home podcast listening has increased.
- Media choice is more rampant than ever.
- A wider audience presents advertisers with greater reach opportunities through a medium that delivers higher brand recall than other forms of advertising.
Now, as many consumers are resuming some, if not all, of their pre-pandemic behaviors, podcast advertisements represent a bright option for brands looking to increase their visibility and drive upper-funnel engagement. In fact, Nielsen’s ongoing consumer sentiment study found in March 2022 that podcast listeners are more likely than the general population to resume some of their pre-pandemic activities, including shopping for groceries at physical stores, shopping for non-grocery items at physical stores and dining out at restaurants.
When you pair that positive sentiment with the fact that podcast advertisements drive 14 points in brand awareness and 7 points in information seeking*, brands have more to capitalize on than a medium that’s becoming increasingly more mainstream.
*Nielsen Podcast Ad Effectiveness data